Project name:


Project description:

Develop architecture and a seamless user experience for BCKSTGR, a new e-commerce site spun off by United Airlines and its digital agencies

  • is an e-commerce airline miles redemption site where people can redeem their miles for “one-of-a-kind” experiences, memorabilia, products and more.
  • My job?  Help develop the branding and site architecture, plus the copy/messaging platform, for a site which would contain literally hundreds of potential offers and experiences – so allowing efficient navigation and comprehension was critical.
  • After benchmarking against multiple other effective e-commerce sites, I developed a map/architecture/user flow which we then blew out for beta testing with user groups.
  • I then went on to write scores of offer/experience descriptions for the beta site and rollout stage.